WorkVenture, a leader in employer branding consulting and comprehensive solutions in Thailand, has revealed the results of its latest survey exploring the motivations and job-seeking behaviors of workers. This aims to understand how factors such as social and economic conditions, technology, age, and the post-COVID-19 era may influence the current Thai talent landscape.

The survey utilized key factors for attracting and retaining talent from the Best Place To Work framework, licensed by WorkVenture, specifically designed to assess employer health. It included 26 drivers, with participants responding to the question, “What is the most important aspect of a new workplace for you when considering a job change?” The results clearly indicated that the top ten priorities are: 1) Negotiable salary (76%) 2) Benefits and perks (73%) 3) Work-life balance (66%) 4) Career advancement (64%) 5) Job security (64%) 6) Workplace location (52%) 7) Teamwork (46%) 8) Respect and care (46%) 9) Professionalism (45%) and 10) Company culture (45%). Additionally, certain factors are signaling strong demand from talent, such as training and skill development. If employers focus on these experiences and creatively communicate them to target candidates through various channels, it will significantly enhance awareness, interest, and the desire to apply among talent, while also boosting brand exposure to attract the right workforce.

Another noteworthy observation is the younger workforce aged 22-34, comprising Gen Y who are beginning to take on leadership roles and Gen Z who are entering the job market (First Jobbers). They are seeking new values that differ from previous generations, emphasizing opportunities for knowledge development, acquiring new skills, receiving guidance, and having good mentors from senior colleagues. Creating these direct experiences seriously and clearly will not only encourage this group to stay and grow with the organization during their first 1-3 years but also provide powerful evidence for talent in the labor market through storytelling based on real experiences of actual employees.

Moreover, WorkVenture also explored the desires and work behaviors of Thai talent in the post-COVID era, asking, “When looking for a new job, what work format would you prefer the most?” The results showed that the desire to work remotely (More Outside 34%) is nearly equal to the preference for onsite work (More Onsite 32%), with only 9% still wanting to work solely onsite.

Regarding job application channels in 2023, respondents indicated that receiving contact via phone or email from the company's HR inviting them to apply is the most preferred method (22%), closely followed by applying through general job recruitment websites (21%). Notably, the group that prefers being contacted by phone or email is predominantly aged 35 and above, while those favoring general job recruitment websites are mainly younger workers aged 34 and below.

Does the application process from start to finish influence the decision to join a company? Over half (52%) responded that it is very important, with a similar number indicating that certain aspects are quite important. Another 43% signaled that employers should revisit, design, and enhance the application experience from the initial point to the final stage before joining to ensure a smooth and impressive experience. The shift to online interviews due to COVID has become a standard practice, with 45% of talent preferring this format compared to 55% who still prefer in-person interviews.

In terms of employee care and benefits, which factors most influence the decision to join a company? Respondents voted for health insurance for employees as the top priority, followed by offering courses and workshops for skill enhancement, opportunities for international work, foreign language classes, and free meals for employees, in that order.

Finally, when asked, “What do you think would be the main reason for deciding to resign from your current job?” the top five reasons (multiple responses allowed) were led by low or insufficient income and benefits (57%), followed by lack of support and visibility for career advancement despite hard work (51%), work-life imbalance (50%), lack of development opportunities (40%), and poor management (39%).

The findings from this survey signal to employers the need to study and understand the desires and behaviors of talent in the market, which is the true target group for organizations. It also emphasizes the importance of listening to current employees to discover, improve, and enhance the employment experience, making it a strong point to retain existing talent and attract top talent in the market, ultimately establishing the organization as a true Best Place To Work in 2023.